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Prime Boys: Tinted

The hip-hop trio from the 6ix head to the frozen wilds in this clip for their latest single. The setting suits their stone-cold flows and beats, and the rotation of the rhymers keeps things interesting.

Prime Boys: Tinted

By Kerry Doole

Prime Boys - "Tinted" (Entertainment One): Yesterday, the Toronto hip-hop trio released a video for this new single.


Directed by Elliot Clancy Osberg [Roy Woods], it features the group — Jimmy Prime, Donnie, and Jay Whiss — cruising on four wheelers through a wintry wonderland. Not the usual setting for a hip-hop clip, but it is a fitting backdrop for their stone-cold flows and beats.

Having rotating rappers deliver the rhymes works well, and there is plenty of bravado at work here ("all this money is contagious, we're doing shit for the ages"). The cut is produced by Murda Beatz [Drake, Gucci Mane], with customary authority.

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In four years of putting out music together, Prime Boys have grabbed significant exposure via tracks like "I Heard" (473K YouTube views) and recent single "Come Wit It." They star in the Viceland documentary 6ix Rising and have earned support from Drake’s OVO Sound Radio.

Each member of Prime Boys has been busy with solo projects, and Jimmy Prime and Murda Beatz recently collaborated on another hot track, "Drop Out."

They're ready for the prime time indeed.

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Jay-Z looks on prior to the UEFA Champions League final football match between Borussia Dortmund and Real Madrid CF.
Nicolò Campo/LightRocket via Getty Images

Jay-Z looks on prior to the UEFA Champions League final football match between Borussia Dortmund and Real Madrid CF.

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Jay-Z Opens Tom Brady’s Patriots Hall of Fame Ceremony With Surprise ‘PSA’ Performance: Watch

Fans were seemingly caught off-guard when Hov emerged from the smoke onstage.

Greatness always recognizes greatness. Jay-Z surprised the thousands of fans packing Gillette Stadium on Wednesday night (June 12) when he opened up Tom Brady’s Patriots Hall of Fame induction ceremony in Massachusetts.

Hov emerged from the smoke filling the stage with his epic “Public Service Announcement” opening line: “Allow me to reintroduce myself.” Fans were initially caught off-guard and seemingly had no idea that rap royalty was in front of their eyes.

This article was originally published by Billboard U.S.

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